When messaging for B2B markets, especially in technology, it’s important to keep in mind the risk factors that buyers face. You’ll want to build confidence in your brand through your messaging so that prospects and customers feel that your products or services are worth the cost – both to their companies and their professional reputations.
You must also demonstrate that you understand the business problems that your solution will solve. If you’re messaging to a CIO and talking about cost savings, but your target really should be lines of business and how you’ll shave time off their week with more efficient software, you’ve missed the mark. By crafting messaging that centers on solving real-world, business-centric problems for your customers, you demonstrate that you understand both their needs and their reservations about making a purchase.